IMPROVEMENT OF AGRICULTURAL MARKETING FOR GARDENING IN CONDITIONS OF IMPLEMENTATION OF ESG-AGENDA

Abstract

Achieving the goals of sustainable economic growth is realized through dissemination of ESG-requirements for business, which imply mandatory consideration of environmental and social components of economic activity. Within the framework of marketing, these areas have already been embodied in number of concepts and approaches, but in modern conditions they are becoming the leading factors in assessing the effectiveness of business management, which requires the development of environmental and social component of marketing. For certain areas of marketing, in particular for agromarketing, transition to higher requirements for environmental and social aspects of production and commercial activities creates additional risks of doing business. Countering these risks requires the expansion and refinement of marketing functions, their harmonization with ESG-agenda. Article suggests a number of marketing measures for horticulture enterprises that should reduce the risks of falling purchase prices, reducing demand, changing market segmentation caused by promotion of ESG-approaches, which will make their implementation harmonious and consistent.